Lacoste takes it up a level
The Bangkok boutique gets an 'Agora' makeover
French fashion brand Lacoste has updated its concept store at CentralWorld. The boutique now has an “Agora” theme to underline the 80-year-old brand’s classic and elegant identity.
Evoking Paris’ Champs Elysées and New York’s Fifth Avenue, the biggest Lacoste shop in Asia feels warm and engaging amid décor dominated by the firm’s signature Petit Pique pattern.
The highlights are a new Polo Bar and Polo Wall, which showcase the full L.12.12 collection. The brand’s other famous goodies – bags, shoes, watches, eyewear, accessories and perfumes – are also displayed harmoniously and more conveniently.
Among photos on the wall of the brand’s well-heeled ambassadors and glamorous presenters is one of René Lacoste, the French tennis hero who founded the company in 1933. His ambition was merely to sell better-fitting tennis shirts that could enhance a player’s speed and agility.
René Lacoste was known as “the Crocodile” for his ferocious tenacity on court, and to this day there’s a crocodile emblem on every item sold.
The shirts – from “tennis whites” to multiple colours – were an immediate hit, embodying what became known in the US as the “preppy” wardrobe, especially when striped polo shirts were introduced.
The brand has since added myriad other styles of casual yet elegant clothing, footwear, perfume, leather goods, watches and eyewear.
Guests at the boutique’s reopening were invited to put together a massive crocodile jigsaw to win prizes. Models also put on a show of the autumn-winter 2012 collection.
Snap it up
<< The Lacoste Boutique is on Level 2 of CentralWorld Plaza and open daily from 10 to 10.
<< Get the details at (02) 613 1083-5 and www.Lacoste.com/tha.
